Lokesh Mohan
Brand Identity & PackagingMedical Wellness Association

Motiva Wellness

Giving a new wellness brand its own visual language.

A visual identity for Motiva Wellness Water, a new water enriched with essential nutrients and minerals, launching into Middle East markets for the Medical Wellness Association.

Category
Brand Identity, Packaging and Market Launch
Client
Medical Wellness Association
Focus
Identity, packaging & campaign system for launch
Expression
Identity, Packaging, Campaign and Digital
Motiva wordmark sitting on a hand-drawn orange wave: the brand’s signature identity mark
01

Overview

The Medical Wellness Association promotes and integrates medical wellness programs, professionals, products, facilities and services worldwide. Motiva Wellness Water needed a visual identity ahead of its launch into Middle East markets.

02

Challenge

Build an identity distinctive enough to stand apart on shelf and across every touchpoint (campaign, retail, digital) while staying fresh, motivational and understated rather than loud.

What I did

  1. 01Brand strategy
  2. 02Identity design
  3. 03Packaging
  4. 04Campaign art direction
  5. 05System guidelines
  6. 06Launch applications
03

Approach

The route is inspired by the flow and fluidity of water: laminar flow made visual. At its core sits a single graphic element, a wave, that symbolizes the wellness Motiva brings to every part of life. That element travels across every touchpoint, keeping the branding visually unique to Motiva wherever it shows up.

The system

  • Laminar Flow Motif
  • Packaging Architecture
  • Campaign System
  • Application Guidelines
04

Design development

“The Medical Wellness Association promotes and integrates medical wellness programs, professionals, products, facilities and services, worldwide.”

05

Execution

Three-poster Motiva print system: Wellness. Bottled., repeated wordmark, and brand info layout
01Poster system: “Wellness. Bottled.”
Motiva bottle centred between four mirrored, symmetrical shots of an athlete
01Symmetry: the product as ritual
Motiva Wellness Water campaign ad, a woman smiling, headline Drink better. Think better.
01“Drink better. Think better.”
Motiva Wellness Water campaign ad, a woman stretching, headline Yoga for your insides.
02“Yoga for your insides.”
Motiva Wellness Water campaign ad, a man sprinting, headline Upgrade your hydration.
03“Upgrade your hydration.”
Motiva Wellness Water campaign ad, a woman in starting position, headline What motivates you.
04“What motivates you.”
Motiva Wellness Water campaign ad, an athlete in starting position, headline Upgrade your hydration.
05“Upgrade your hydration.” (alt cut)
Motiva branded retail cooler and chiller display, stocked with bottles
01Cooler & chiller branding
Motiva shopping-trolley media ad reading Drink better. Shop better.
02Shopping-trolley media: “Drink better. Shop better.”
Motiva Wellness Water website shown on tablet and mobile screens
01Site: tablet & mobile
Motiva Wellness Water Instagram grid, mixing lifestyle photography and the wave campaign
02Instagram grid
Motiva Wellness Reminder mobile app screen with sign-up and hydration reminders
03Wellness Reminder app
06

Impact

  1. 01A single wave motif, built from the idea of laminar flow, extended coherently from bottle label to campaign, retail and app, without redesigning it for each touchpoint.
Market
Launch across Middle East markets
Scalability
One wave motif extends across packaging, campaign, retail and digital without redesign
The best identity work often starts from something honest about the product itself (here, water in motion) rather than a mood board.
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